Kate Spade is making further forays into the fragrance world from September 2010 with a new perfume called Twirl. The move is said to be part of a desire to expand and consolidate the lifestyle positioning of the brand for a label which was originally created as a leathergoods one in 1993.
Scent-wise, Kate Spade currently also offers a range of three scented home candles as well as their signature fragrance which had become hard to find but whose license was taken over by Elizabeth Arden, Inc in 2007 from Estée Lauder cos who had given it up in 2004. The flacon of Twirl reproduces some of the lines and colors of the original Kate Spade Eau de Parfum (2002) but now leans in the direction of a disco ball filled with perfume the color of sparkling champagne....
The fragrance composed by perfumer Claude Dir of Givaudan (Kim Kardashian, Beyoncé Heat, Elizabeth Arden Pretty, Juicy Couture Dirty English, Andy Warhol Lexington Avenue...) is meant to embody the joie de vivre of the Kate Spade target customers, "the only thing our girl is afraid of is being bored,"
Twirl opens with pink watermelon, blackberry and red currant. The heart is built around orange blossom, star jasmine, tiare flower and sweet magnolia. The base notes feature a luminous musk and French macaroon.
"The collection will launch with eaux de parfum in two sizes, a 1.7 oz. for $65 and a 3.4 oz. for $80, as well as a 0.25 oz. roller ball for $18."